Spark Ignited：使用 ML 和 Databricks 构建现代营销团队.pdf

1、2024 Databricks Inc.All rights reservedSpark Ignited:Building Modern Marketing Team Using ML and Databricks1Mateusz Mateusz UjmaUjma,Ph.D.,Ph.D.Rogers Communications,Toronto,Canada2MarTech today is shifting its focus from execution of campaigns to experience and journey of the Customer,Example of Ma

2、rTech powered Campaign Orchestration EngineCustomer Data AI models predicting Customer PropensityPersonalised TargetingOffer/Ad on FacebookThird party websiteSearches about the product/offer on GoogleRPersonalised Dynamic Ad Behind Sign-inEmail OfferPersonalised Landing PageCustomer sees offer and e

3、ngages in ChatSigns up for the OfferCustomer uses the TFN in the email and reaches Call CentreUpsell AppPurchase is complete,engage customer with relevant contentConversionData on customer interaction and result sent back to strengthen AI furtherData Driven,Customer centric approach that adjusts to

4、individual customer needs in real time and across channelsCAPABILITIES-Automated Execution&Testing Real Time Data&DetectionCustomer&Market Data AI Driven DecisionsPersonalizationScale journey orchestration for triggered comms in all channelsIntegrate event steaming for personal offer in RT on digita

5、lPresent the right offer based on customer 360Arbitrate based on MoT,AI models&Cx behaviour in Real timeCapture time sensitive Moments of Truth(MoT)data in low latency Provide online and offline moments for RT action&presentmentLeverage Customer behavioral data across RCI(RSM,TSC,etc)Integrate 3rd p

6、arty consumer data for insights&MoTsDynamic content based on Cx MoT&preferencesTailor channel comm treatment based on preferred channel Structured Data Data Science3Marketing Data Science PlatformWhyWhereWhenWhoWhatChurnModelsOffer OptimizationConverged Churn ModelsProduct Specif